Over the last 5 days, the term “Dominic Cummings” has appeared in 1.21 million tweets, 89% of which are retweets and 4% of which are replies. At peak, 3900 tweets per minute were being posted.
According to self-identified gender, of the Twitter accounts using the term, 68% were male and 32% were female.
The volume of tweets peaked on May 24 in the late evening, with just over 74,000 of the total tweets being sent in that time period. For context, 24.1 million tweets were generated in the UK on May 24.
The vast majority of the tweets (82.5%) were generated by users with a UK geolocation.
The twitter content was London-centric.
In terms of trending and content, the expression “Dominic Cummings” alone would not have been able to create a trend as a keyword parameter. Several hashtags did trend locally throughout the day on May 24, notably “#DominicCummings” which was picked up by the algorithm on the basis of tweets per minute for a short period of the day. Only relatively small portions of the tweets featuring the keywords also used hashtags – which have fallen out of favour in general usage – and there was no real sign of a cohesive strategy to drive a hashtag – evidenced by variety across several campaigning audience segments.
Keyword analysis shows that the main linked focus of the tweets was primarily on “lockdown” and the Prime Minister, so were largely in context of the story about Cumming’s travel during lockdown.
The source applications from which the tweets originated show the term was most used by mobile users in the upper income brackets, with iPhone sourced content taking the primary position which is non-standard in UK daily usage but is common with pro-European campaign content.
The sharing of links up to the end of May 24 shows (aside from neutral national news outlets) a skew towards outlets which hold positions in opposition of the government and also shows a campaign by petition is actively being promoted.
The most retweeted posts were clearly political:
Turning to Facebook, the top 25 posts of the last 7 days by public pages featuring the keyword term “Dominic Cummings” generated 290,858 interactions.
The content and sources are self explanatory in terms of origin and message: